Zenyum wants to make Asia smile more. The smile cosmetics company plans to achieve that with invisible braces, and a range of dental services and products , like teeth whitening, retainers and designer toothpaste. But that’s only the beginning as the company continues to rapidly build a presence throughout Asia.
After launching in Singapore in 2018, Zenyum has grown quickly across the region. The company now also operates in Malaysia, Thailand, Hong Kong, Vietnam and Indonesia, with plans to expand into Taiwan.
“We see a large opportunity here in Asia to be the kings in our category of Smile Cosmetics,” says Julian Artopé, CEO of Zenyum. “Southeast Asia has the fastest rising middle class in the world. Our customers are millennials, usually between 25 and 40 years old. Many of them are in their first or second job and they have available disposable income for the first time in their lives. They want to invest it in themselves and build their personal brand.”
Connecting with tech-savvy millennials is at the heart of the company’s innovative distribution model that combines the convenience of the digital environment with the brand-building power of deep customer personalisation.
“The biggest brands of all time are built in a digital environment,” explains Artopé, “ and many pair excellent products with digital distribution. But we want to make every customer journey highly personalised.
“We are targeting a huge market of 600 million people, but in the end, we still want to call every customer to guide them through their smile journey. To get there, we need to employ some of the smartest lead scoring mechanisms to make sure that we can qualify our customers accordingly.”